Gap branding and logo redesign / 1 filed case
Gap
Gap is filed as a recognition-risk brand: the 2010 logo reversal shows what happens when an internal modernization move breaks a public memory cue.
Brand Entities
Brand pages with decisions on file
The brand entity layer gives every priority brand one canonical parent page: source trail, decision timeline, case links, concept paths, and the visual proof already filed in the archive.
- Pilot brands
- 20 Wave 1 entity pages
- Filed cases
- 24 Pulled from case records
- Source trails
- Inherited No unsourced company histories
- URLs
- /brands/{name}/ No case migrations
Short Answer
The Brands section is the entity layer for The Brand Archive. Use it when the query starts with a brand name, then move into the filed decision cases and concept pages underneath that brand.
Entity Rule
No thin company profiles.
A brand page ships only when the archive has filed proof underneath it: a case, a source trail, a decision timeline, and a clear reason the brand deserves an entity home.
Tropicana rebrand and packaging failure / 1 filed case
Tropicana
Tropicana is filed as a packaging-recognition brand: the redesign removed the orange-with-straw shelf cue buyers still used.
Pepsi logo evolution and branding mistakes / 3 filed cases
Pepsi
Pepsi is filed as a present-chasing brand: the globe, Crystal Pepsi, and the protest-ad failure show how fast attention can outrun category memory.
Twitter to X rebrand / 1 filed case
X / Twitter
X / Twitter is filed as a language-loss brand: the rebrand removed a name and verb the market already used.
Bud Light brand backlash / 1 filed case
Bud Light
Bud Light is filed as an audience-signal brand: a small campaign artifact became a distribution and identity problem for a mass beer brand.
JCPenney rebrand and pricing strategy failure / 1 filed case
JCPenney
JCPenney is filed as a pricing-trust brand: the Fair and Square reset removed the trained buying mechanic before a new contract had proof.
McDonald's branding strategy / 1 filed case
McDonald's
McDonald's is filed as a repeatability brand: the arches, service rhythm, franchise standards, and menu memory make fast food easier to choose again.
Apple branding strategy and comeback / 1 filed case
Apple
Apple is filed as a focus-recovery brand: the comeback worked because product simplification, direct selling, and creative meaning pointed in one direction.
Nike branding strategy / 1 filed case
Nike
Nike is filed as a performance-identity brand: the Swoosh keeps receiving meaning from athletes, products, training, and public effort.
Coca-Cola branding and New Coke / 2 filed cases
Coca-Cola
Coca-Cola is filed as a memory-ownership brand: New Coke and the white holiday can show how formula, color, ritual, and package cues carry public ownership.
Starbucks logo and branding strategy / 1 filed case
Starbucks
Starbucks is filed as a place-memory brand: the siren could lose the wordmark only after stores, cups, names, orders, and routine trained the cue.
Netflix Qwikster brand architecture / 1 filed case
Netflix
Netflix is filed as a customer-architecture brand: Qwikster showed that internal separation can make the customer job harder.
Amazon branding strategy and trust system / 2 filed cases
Amazon
Amazon is filed as a scale-trust brand: Prime, logistics, marketplace behavior, AWS, and the Fire Phone failure show where ecosystem proof helps or breaks.
Tesla branding and demand gap / 1 filed case
Tesla
Tesla is filed as a demand-gap brand: EV leadership, technology desire, owner identity, and trust pressure now pull against each other.
Burberry brand comeback / 1 filed case
Burberry
Burberry is filed as a symbol-control brand: the comeback required distribution restraint, product credibility, and tighter control of the check.
LEGO brand turnaround / 1 filed case
LEGO
LEGO is filed as a discipline-return brand: the turnaround worked when the company returned to the system that made the brick useful.
Duolingo branding and streak system / 1 filed case
Duolingo
Duolingo is filed as a habit-pressure brand: lessons, streaks, reminders, and the owl make return behavior emotional.
Liquid Death branding strategy / 1 filed case
Liquid Death
Liquid Death is filed as a category-contrast brand: cans, comedy, music cues, and retail behavior made water easier to talk about.
Patagonia branding and purpose / 1 filed case
Patagonia
Patagonia is filed as a structural-purpose brand: repair, restraint, environmental funding, and ownership choices make the purpose inspectable.
Airbnb branding and Belo rebrand / 1 filed case
Airbnb
Airbnb is filed as a trust-under-belonging brand: the Belo identity asks belonging to survive hosts, guests, homes, money, and safety.